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Brawny Review Rolls On Sans Incumbent

NEW YORK Publicis Groupe’s Fallon has declined an invitation to pursue Georgia-Pacific’s Brawny napkins business, an agency representative said.

The rep said the New York shop received a request for proposals for the Brawny napkins brand, which it currently handles, and Vanity Fair napkins, which is unassigned, but has decided not to pursue them.

Fallon continues to handle corporate image work for Georgia-Pacific and Brawny paper towels, which had a 2003 U.S. media spend of about $20 million, per TNS Media Intelligence/CMR.

The Atlanta client has been talking to at least two other undisclosed agencies in recent weeks about ideas on its Brawny napkins and Vanity Fair napkins brands, sources said, including Grey Global Group’s Grey in Atlanta, which has done projects for Georgia-Pacific, though not on its paper products, and roster shop DDB in New York, an Omnicom Group agency.

The client previously confirmed that it was seeking ideas on the brands, but declined to say which agencies or how many it was contacting.

The company spent less than $1 million on each brand, per TNS Media Intelligence/CMR [Adweek Online, April 26].

Creative presentations were scheduled for the week of June 14, sources said.

Executives at the agencies either could not be reached or declined comment. A client rep could not be reached for comment.